Case Study: Leading Life Insurance Company achieves 50%+ newsletter open rates and 16% click-rate lift with Zeta Global's Interest Segmentation Program

Life Insurance Company Taps Zeta’s “ Interest Segmentation Program ” To Achieve Double Digit Increases

Leading Life Insurance Company, a major U.S. insurer with $238.5B in assets serving over 4.4M people, needed to personalize communications and capture consumer preferences to improve newsletter relevance and create new lead opportunities. To address mixed messaging across segments and the need for adaptable content, they engaged Zeta Global to deploy its Interest Segmentation program through Zeta CRM.

Zeta Global implemented an Interest Segmentation model that used click-stream activity and demographics to score and assign customer interests nightly, delivering three personalized newsletters with dynamic subject lines, content-specific articles, hero images and CTAs. Within 90 days one-third of customers were segmented; results included 50%+ newsletter open rates, a 16% lift in click rates, a scoring uplift equivalent to adding ~33,000 new subscribers per month, and faster connections to brokers that accelerated the sales cycle.